Relying on Google is a risky game. It always has been, but ever-increasingly over the last two years it’s becoming clear that relying heavily on Google traffic can hold an uncertain future.
I’ve seen a huge amount of brands who are performing extremely well via organic search, some are great at PPC, others social media.
Within their own specific channels they’re killing it, or perhaps more importantly making an absolute killing! But it’s getting more difficult and with more competition, comes bigger budgets and tighter margins.
Effective site search functionality on a company’s website is an increasingly important component of a successful digital strategy.
Companies are typically increasing their investment in site search because they recognise the range of benefits that effective technology can bring to their businesses.
Terms that consumers type into a company’s site search box can give a company huge insight into the users’ behaviour and give the company invaluable data to be learned from.
Used successfully, this information can increase conversions and improve customer retention.
During a recent Econsultancy roundtable with site search experts, interesting advice was given with regards to improving the site search experience for users and increase conversions.
This advice compliments trends found by Econsultancy through company research to provide a diverse range of key takeaways.
To be successful in the new multichannel and digital age businesses have to adopt an integrated approach to marketing.
And as companies seek to join up what have often been siloed activities, agencies are moving towards a fuller service offering to cater for the increased demand.
Data included in our new UK Search Engine Marketing Benchmark Report 2013 shows that more than half of agencies (52%) now offer a ‘full range of digital marketing services’, and increase from 45% in 2012 and 42% in 2011.
Where should SEO sit within a company? Historically the answer to this would have been an extension to the digital marketing team, in some cases even in I.T, and always siphoned off as a separate marketing element.
This approach, born of technological black-hat tendencies is, like so many in the industry, outdated.
This week, Econsultancy published an update to its PPC Bid Management Technology Buyer's Guide. The report estimates that the market for PPC bid management technology will grow by 17% in 2012, in line with the overall North American search sector, which is predicted to grow from a value of $22.9 billion, to $26.8 billion in 2013.
The report shows that many areas of digital are increasingly integrated, with the biggest opportunities for growth in this sector coming from mobile paid search, a focus on multichannel retailing and the continuing forward march of social media.
The UK paid search market is expected to grow by 14% and reach a value of £4.19bn by the end of 2012, up from £3.68bn in 2011.
The figure, published today in our UK Paid Search Agencies Buyer’s Guide, includes media spend and money spent on agency services and consultancy.
Digital marketing budgets in search engine and social media marketing are continuing to rise despite challenging economic conditions, according to research released today.
The UK Search Engine Benchmark Report, published in association with NetBooster, has for the past five years shown that companies have continuously invested in the opportunities present in SEO, paid search and social media marketing.
One of the trends highlighted in the recently updated SEO Agencies Buyer’s Guide is that client demands are pushing innovation and the development of proprietary technology – both in-house, and at agencies.
These changes are also impacting on the client/agency relationship.
To explore this theme further, I spoke to independent digital consultant Andy Betts, one of the contributors to the guide.
A key trend identified in the new Econsultancy SEO Agencies Buyer’s Guide 2012 is that the boundaries of SEO as a digital discipline are continuing to blur. Historically, the responsibility for natural search has fallen to channel specialists with a deep technical knowledge, but now its importance is increasingly permeating other areas.
SEM is about producing compelling advertising that makes an online consumer click on the link within the advert. The more relevant an advert is to the search terms used, the more likely this is to elicit a clickthrough.
If a merchant can successfully match a product and the price, availability and delivery terms are reasonable then this will result in a sale.
A general rule of thumb is that Pay Per Click (PPC) campaigns will deliver around £1 of revenue per click through to the website across all products within paid search.